Opportunity/Context
UKInbound is the UK's and Ireland's leading event for inbound tourism professionals, bringing together industry experts, businesses, and stakeholders to network and discuss the future of tourism. For their annual convention scheduled in Liverpool for 2024, they sought to offer delegates an opportunity to explore the city in a new and unique way. The aim was to provide an added value service that would not only enrich the delegates' experience but also showcase Liverpool's rich cultural heritage and vibrant attractions. Marketing Liverpool, the city's Destination Management Organization (DMO), was equally enthusiastic about this initiative. They recognized the convention as an excellent platform to promote Liverpool's offerings to a discerning audience of tourism professionals. Keen to expand their promotions, they supported the inclusion of a smartphone solution that would facilitate self-guided city sightseeing, allowing delegates to discover the city at their own pace while attending the conference.
Solution/Outcome
Vox Group partnered with UKInbound and Marketing Liverpool to create an exclusive POPGuide smartphone solution tailored specifically for the conference delegates. They developed a comprehensive Liverpool map within the app, incorporating existing points of interest and crafting a unique map that focused on event-specific venues such as conference halls, hotels, and social event locations. The POPGuide offered curated walking tours with geotagged audio commentary on key landmarks, hidden gems, and an exclusive film locations tour highlighting sites from famous movies filmed in Liverpool. This exclusive content provided delegates with rich stories and insights into the city's history, culture, and architecture. The app's offline functionality ensured that users could access all features without requiring data or Wi-Fi, enhancing usability for international attendees. To seamlessly integrate the POPGuide into the conference experience, Vox Group promoted the solution with a compelling message: "Enhance your UKInbound conference experience with the exclusive UKInbound Liverpool Guide from Vox Group! This innovative POPGuide smartphone technology offers seamless, self-guided exploration of Liverpool, ensuring you experience both the city and the conference to the fullest. Enjoy curated walking tours with geotagged audio commentary on key landmarks, hidden gems, and an exclusive film locations tour. Easily navigate between conference venues, hotels, and key locations, all with offline functionality—no data required! From the historic waterfront to cultural landmarks, this guide will enrich your time in Liverpool and make your UKInbound experience unforgettable. Scan the QR code below to download the guide to your phone, select your language, and start exploring!" By providing this added value service, UKInbound significantly increased the package value of the convention, offering delegates an exclusive tool that enhanced their overall experience. The POPGuide acted as a personal concierge in the pocket of each attendee, ensuring they could navigate the city confidently and make the most of their time in Liverpool. Marketing Liverpool benefited from this collaboration by effectively promoting the city's attractions to a targeted audience, fostering greater engagement and encouraging future tourism initiatives. The exclusive content within the POPGuide showcased Liverpool's unique offerings, aligning with the DMO's goals to highlight the city's appeal. The successful integration of the POPGuide at the UKInbound annual convention exemplified how technology can enrich event experiences. Delegates were able to explore Liverpool's historic waterfront, cultural landmarks, and vibrant neighbourhoods, all while accessing valuable information tailored to their interests. This innovative approach not only elevated the conference experience but also reinforced Vox Group's position as a leader in providing cutting-edge solutions that deliver added value to clients and end-users alike. By leveraging Vox Group's POPGuide technology, UKInbound and Marketing Liverpool created a memorable and engaging experience for all delegates, setting a new standard for future events and demonstrating the potential of exclusive content and technology integration in the tourism industry.
The Result
With guides speaking into a Vox transmitter pre-set to its own unique frequency, voice commentary was clearly heard by passengers within a 200-metre radius, allowing each tour to flow in a fluid motion and removing the need for the guides to raise their voice. Princess Cruises and their passengers were highly satisfied with their Kirkwall experience. With this increase in customer satisfaction Prince Cruises decided to include Vox Tour Guide Systems in their 2018 UK programme. European Cruise Service now have included the Vox Tour Guide System as an inexpensive, added-value option to complement any future client shore excursion programmes.
